— Minivela partnership celebrates the company’s #MinivelaSummer slate of content —
MIAMI, FL (May 6, 2025) – Minivela, the first bilingual drama shorts platform dedicated to serving Latinos in the U.S. and Latin America, is celebrating its #MinivelaSummer drama shorts slate by joining as a sponsor of the Belonging Lounge of Latino US Day at Cannes on June 19. The event is hosted by Advertising Week LATAM and powered by PRODU.
“We’re proud to leverage the visibility of this stellar program to draw attention to the summer slate of drama shorts programming Minivela is unveiling during our MinivelaSummer,” said Alex Hernandez, Chief Revenue Officer of Minivela’s holding company, Brilla Media.
Produced and launched weekly in collaboration with actor and co-founder Carlos Ponce, viral influencer Haydita Veloz, and Chicano Hollywood, Minivela’s English and Spanish-language drama shorts are live on MinivelaTV across YouTube, Instagram, TikTok, and X.
Inspired by telenovelas but also drawing on other genres, Minivela’s fast-paced, TikTok-style shorts deliver a mix of romantic comedies, original series, supernatural stories, and other intriguing dramas. The family-friendly content is designed for English, Spanish, and bilingual Latinos aged 18-34, reaching audiences through Minivela’s social media channels, connected TV (CTV), and strategic distribution partnerships with adtech giant Numatec and Brilla Media’s proprietary Nuestro Media network. Both Numatec and Brilla Media are key partners in the Minivela joint venture.
A Packed Agenda at Cannes
The second edition of Latino US Day celebrates and amplifies the influence of the Hispanic advertising community within the marketing and communications industry.
The event, scheduled from 2:00 p.m. to 9:00 p.m., includes a series of activities such as networking sessions, roundtable discussions on various industry topics, and editorial coverage featuring prominent leaders. Attendees will have the opportunity to network with thought leaders and learn about the latest trends and developments in the marketing and advertising landscape.
The event will take place at Le Rooftop, The Penthouse (9th floor), located at 67 Boulevard de la Croisette, during the week of the Cannes Lions International Festival of Creativity. Strategic partners confirmed to date include the Alliance for Inclusive and Multicultural Marketing (AIMM), a division of the ANA, the Hispanic Marketing Council (HMC), the Hispanic Public Relations Association (HPRA), and Círculo Creativo USA.
BLOCK 1 – Brand Moves – Strategy & Innovation
2:00 PM – 2:10 PM (10 min)
📍Opening Remarks – Welcome Back & Afternoon Kick-Off
Mara Fernández, Chief Transformation Officer, PRODU
2:10 PM – 2:55 PM (45 min)
📍Adsmovil Session: Understanding and Engaging the U.S. Latino Audience
Latinos are one of the most dynamic and influential consumer groups in the U.S., yet many brands still fall short of fully understanding or authentically engaging them. This session brings together marketing and media leaders to explore how data, cultural fluency, and strategic investment can unlock deeper connections and long-term growth with Latino audiences.
Panelists:
Michael Rocca, Groth Accelerator, Omnicom Media Group
Alberto Pardo, CEO, Adsmovil
Moderator: Mara Fernández, Chief Transformation Officer, PRODU
To attend this panel, register here
2:55 PM – 3:40 PM (45 min)
📍P&G and HMC Session: The Only Purpose is Growth
Every company is chasing growth — but many are still overlooking one of the most powerful drivers of it: multicultural consumers. This session will challenge outdated assumptions and reframe Multicultural Marketing not as a DE&I initiative, but as a core business strategy. This isn’t about politics or purpose — it’s about performance. It’s time to align strategy with the real drivers of market growth. It’s all about GROWTH.
Panelists:
Lela Coffey, VP of Multicultural Business Acceleration, P&G
Carla Dodds, CMO, Aarons
Liz Blacker, EVP, Global Sales & Marketing, Sabio
Sindy Chapa, Associate Professor & Director, Center for Hispanic Marketing Communication, Florida State University
Moderator: Luis Miguel Messianu, President-Chief Creative Officer, MEL
To attend this panel, register here
3:40 PM – 4:25 PM (45 min)
📍Círculo Creativo USA Session: The Relevance of Creativity for Growth
In today’s competitive landscape, creativity isn’t just a differentiator — it’s a growth engine. This powerful session brings together some of the top creative minds in the U.S. Latino advertising space to explore how culturally resonant, insight-driven creativity fuels brand relevance and business results. It’s not just about making noise — it’s about making meaning. From bold campaigns to transformative storytelling, these leaders will share how creative excellence can unlock the full potential of diverse audiences and position brands at the center of cultural conversations that drive impact.
Panelists:
Julia Estacio, VP, Group Account Director, alma
Abe García, Chief Creative Officer, Dieste
Flor Leisbachoff, Co-Founder, Chief Creative Officer, BeautifulBeast
Checha Agost-Carreño, Founder & Chief Creative Officer, FOUNDERS
Marco Vega, Co-founder, President & CSO, Creyentes
Moderator: Luis Miguel Messianu, President-Chief Creative Officer, MEL
To attend this panel, register here
4:25 PM – 4:35 PM (10 min)
Coffee Break
BLOCK 2: Latino Voices – Representation & Power
4:40 PM – 5:25 PM (45 min)
📍Nueva Network Session: Audioverse Unleashed: Innovating Latino Culture through Music, Media, and Marketing
This session spotlights how visionary media leaders are harnessing the power of the Audioverse — from radio to podcasts — to shape Latino cultural narratives in bold, authentic ways. As audio experiences surge in influence, panelists will explore how brands can craft compelling strategies that resonate with today’s Latino audiences and lead the way in this new era of audio-driven engagement.
Panelists:
Chesley Maddox-Dorsey, CEO, AURN
Jose Villafane, Founder and CEO Nueva Network
Gonzalo del Fa, President, GroupM Multicultural
Mike Roca, Executive Director, Omnicom Media Group
Moderated by Rene Alegria, Chief Innovation Officer Nueva Network
To attend this panel, register here
5:25 PM – 6:10 PM (45 min)
📍HPRA Session: Latino AF – The Culture Shift You Can’t Ignore
Latino culture isn’t trending – it’s transforming the global landscape. Its influence leads in music, sports, fashion, entertainment, business, and digital media. This panel explores how Latino pop culture is global, with brands, creators, and communities shaping a new mainstream of pride, authenticity, and joy. Latino identity is a unifying force, impacting culture and business. Join industry leaders driving this movement and learn how to lead with Latino influence.
Panelists:
Stacie de Armas, SVP of Inclusive Intelligence, Nielsen
Jennifer Becerra, Partner, Chief Strategy, Creative Officer, H+M Communications
Gigi Garcia Russo, Chief Innovation & Growth Officer, HUNTER
Mike Valdés-Fauli, President & CEO, Chemistry Cultura
Carmella Glover, President, Diversity Action Alliance
Moderator: Sonia V. Diaz, President, Hispanic Public Relations Association
To attend this panel, register here
6:10 PM – 6:20 PM (10 min)
– Coffee Break
BLOCK 3: Belonging, Celebration & Community
6:20 PM – 6:55 PM (35 min)
📍AIMM Session: Consumer Expectations: Why Culture and Authenticity Can’t Be an Afterthought
Today’s consumers expect brands to lead with authenticity and cultural fluency—not treat them as optional. In this session, we will examine how integrating culture into every stage of the marketing process—from strategy and storytelling to media investment—drives stronger connections, brand loyalty, and measurable ROI. Additionally, conversation will also feature data analyzed by consumer segment, offering insight into where culturally attuned marketing is delivering impact—and how you can ensure your brand does not fall short.
Panelists:
Gilbert Dávila, Founder & CEO, AIMM
Lisette Arsuaga, Co-President and Co-CEO AIMM
Carlos Santiago, Co-Founder, AIMM
To attend this panel, register here
6:55 PM – 7:55 PM (60 min)
– P&G presents: AIMM Belonging Lounge
7:55 PM – 8:55 PM (60 min)
– P&G presents: AIMM Belonging Lounge
To attend the event, register here
About A Minivela Production, LLC
Co-headquartered in Los Angeles and Miami, A Minivela Production, LLC is a Latino-owned company producing advertiser-supported digital shorts for U.S. Hispanics and global audiences. Its content is available on YouTube at MinivelaTV and across social media.
The company is a joint venture between actor Carlos Ponce, Brilla Media, and Numatec, and features strategic exclusive production partnerships with Chicano Hollywood, in the West Coast, and Haydita Veloz. Inspired by telenovelas, the TikTok-speed Minivelas primarily targets Latinos 18-34 with content verticals that feature romantic comedies, original series, strange happenings, the supernatural, and even La Mala Suegra (The evil mother-in-law).
The advertiser-supported Minivelas, ranging from 10 to 90 minutes, are developed in collaboration with filmmakers and influencers, featuring content in English, Spanish, or a bilingual mix based on the organic needs of the stories.
The family-friendly digital films are accessible free on Minivela’s YouTube hub, and social media channels, as well as through adtech conglomerate, Numatec’s distribution partnerships. Combined with Brilla Media’s Nuestro Media network, brand sponsors are able to secure audiences effectively across digital, CTV, and other platforms.
About Brilla Media Ventures
Brilla Media Ventures provides engaging cultural content for multicultural marketers through its owned and operated platforms, Nuestro Stories, Minivela, and Nuestro Studios. Offerings also include programmatic advertising technology services for scalable media delivery, digital shorts, influencer marketing, creative studio services, and brand activations.
Brilla Media is a certified women-owned Minority Business Enterprise (MBE) by the National Minority Supplier Development Council (NMSDC). The company is led by Angela Sustaita-Ruiz, its chairwoman, and Manny Ruiz, creators of Hispanicize, and trailblazers in the Hispanic media, social and influencer marketing industries, the
Latino press release wire industry, and the first network of Hispanic print media companies online.
Contact Details
Minivela / Brilla Media
Rameh Echeverri
+1 305-303-2322
Rameh@brillamedia.com
Company Website
https://www.minivela.com
SOURCE: Brilla Media
